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Policing in the United States is currently undergoing a serious workforce crisis. Drawing on Van Maanen’s police socialization theory, we suggest that police recruiting videos provide an opportunity for departments to send clear signals to recruits about their attitudes and values that will improve recruiting. We employ a randomized vignette survey design to test the effectiveness of recruiting videos. Our findings demonstrate that college students indicate a greater willingness to become a police officer when recruiting videos focus on police officers’ service to the community. This effect is particularly strong for students who indicate they desire to make a positive change in the world.

Recruiting for change: shifting focus to address a workforce crisis